It's they've burned out within the existing vision.

There is also another scenario that is, is quite different, um, but leads to the same conclusion, which is just the huge amount of admin and hassle and bureaucracy involved in running an agency that's small to medium size that has increasing pressures on it from regulation, from taxation, from chart challenges.

And a lot of people that set up agencies set them up because they're really good at doing PR or whatever marketing service they're expert in.

Suddenly they...

That skill set is only one of the things they need.

In fact, they probably don't need that anymore because the people they employ are doing that.

And what they have to become is someone completely different, which is a business leader and, um, a CEO.

How do we communicate that more effectively?